Agricultural News

A Minor Tweak to Beef Checkoff Logo Has a Major Impact on Both Consumer and Producer Appeal

Fri, 16 Feb 2018 10:15:59 CST

The Beef Checkoff logo has been around for a few years and in that time has undergone a few changes on occasion. Positioned beneath the logo’s checkmark, there has been different verbiage included through the years such as, “Beef. It’s What’s for Dinner,” for example. A commonly used version of the logo includes “Funded by the Beef Checkoff.” However, recent consumer research discovered something that has led to yet another slight modification that National Cattlemen’s Beef Association’s Alisa Harrison thinks is a win-win for both the industry and the consumer as it relates to those involved. She explained this in a recent conversation with Radio Oklahoma Ag Network Farm Director Ron Hays.

“The Checkoff logo that really goes on anything that is Checkoff funded, previously said, ‘Funded by the Beef Checkoff.’ In talking to consumers, they don’t know what the Checkoff is - but when they learned that it is actually beef farmers and ranchers that are paying into this fund, that really meant a lot to them,” Harrison explained. “They like the fact that beef producers are making their own investments into promoting their product and the industry.”

And so, to capitalize on the emotional appeal of that knowledge, the Checkoff logo has again undergone a transformation that now reads: “Funded by Beef Farmers and Ranchers.” Harrison says this statement really supports the Checkoff’s mission to promote the product - but also the people behind it. As an added bonus, she says producers really like the idea, too, proud of the visual recognition. Harrison says the Checkoff has a lot of brand equity with consumers, and producers understand this and are willing to continue investing their dollars in the program.

“By just making a very simple change to describe who’s funding it has really helped,” Harrison said, “to not only enhance consumer messages that we have, but the Checkoff itself.”

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